Advocard Rechtsschutzversicherung AG is a legal expenses insurer. Their customers take out insurance policies in case they are sued. In order for someone to do this they have to believe there is a reasonable chance that they will be sued; so it’s good to make potential customers think about such a possibility.
Insurance isn’t the most exciting topic for the majority of the public. Advocard has employed a traditional approach in its marketing initiatives. For ordinary people, insurance products are intangible, generic and it is really hard to tell them apart. So how could Advocard stand out?